Portrait of an Ad Blocker

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According to Kantar Media, connected adults who use ad blockers tend to skew male and are right smack in the young Millennial age group: Males are 28% more likely to have downloaded an ad-blocking app. Adults aged 18-24 are 109% more likely than average to use an ad blocker. Those who use an ad blocker are 80% more likely to be less concerned about rules. Those who use an ad blocker are 74% more likely to be particularly influenced by peer recommendations or reviews: whether online or via word of mouth. Manish Bhatia, CEO of Kantar Media North America (pictured left) says the information Kantar has generated sets out the clearest view yet of just who blocks ads.

Gender

• Males are 28% more likely to have downloaded an ad-blocking app

• Males are 27% more likely to use an ad-blocking app

• Females are 26% less likely to have downloaded an ad-blocking app

• Females are 25% less likely to use an ad-blocking app

Age

• Younger adults are more likely than their elders to use an blocker:

o Adults age 18-24 are 109% more likely than average to use an ad blocker

o Adults age 25-34 are 32% more likely than average to use an ad blocker

o Adults age 35-44 are 8% more likely than average to use an ad blocker

o Adults age 45-54 are 16% less likely than average to use an ad blocker

o Adults age 45-54 are 46% less likely than average to use an ad blocker

o Adults age 65+ are 53% less likely than average to use an ad blocker

Lifestyle Summaries

• Those who use an ad blocker are 80% more likely to be less concerned about rules

• Those who use an ad blocker are 43% more likely to use technology where it facilitates time optimization

• Those who use an ad blocker are 27% more likely to be less concerned about perceptions and conventions

Internet Activity Summaries

• Those who use an ad blocker are 134% more likely to be particularly social online, using the internet for email, instant messaging and social/professional networking

• Those who use an ad blocker are 121% more likely to use the internet as a source for information when conducting research

• Those who use an ad blocker are 145% more likely use the internet for entertainment and leisure, streaming music, podcasts or video content across devices

• Those who use an ad blocker are 173% more likely to download content from the internet, whether it be music, films, TV shows or games

Purchasing Summaries

• Those who use an ad blocker are 30% more likely to signal quality as an important determinant of their purchasing behavior

• Those who use an ad blocker are 74% more likely to be particularly influenced by peer recommendations or reviews: whether online or via word of mouth

• Those who use an ad blocker are 34% more likely to signal the reputation or standing of a brand as an important determinant of purchasing behavior

• Those who use an ad blocker are 25% more likely to be particularly influenced by promotions, discounts or other sales offers

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